While it’s tough to find a bag on any course without a Cleveland wedge in it… it used to be even tougher to find a bag with a set of Cleveland irons, driver or a Cleveland wood in there. The equipment was great, and played at the highest level by some of golf’s top players. But still, after years of producing the best wedges in the game, Cleveland Golf became the game’s equivalent of “typecast.” They needed a way to level up, and put themselves on par with the bigger manufacturers, where they belonged.
To help build awareness for the excellence of Cleveland’s full bag of equipment, we invited our audience to get a view of the game that very few ever get a chance to see; inside the ropes of the PGA tour.
Hiring crews from NFL Films, we set out to authentically capture the Cleveland tour players inside the ropes during PGA events. In raw, black and white, documentary style imagery, we presented life behind the scenes of the tour, and how often players performed well using Cleveland’s equipment at the top of the game. In print, digital, TV and in mini-docs, Cleveland showed a presence and dominance on tour that few other manufacturers could claim.
The results were astounding. Backed by a glut of amazing tour wins, including having Vijay Singh, the number one player in the world on staff during the campaign, awareness and appreciation of the full bag of Cleveland equipment went through the roof. Even better, so did sales of their drivers, woods and irons, like never before in the company’s history.